Key takeaways
- $99 a month per domain, billed annually, with no free trial (October 2026).
- The AI Visibility Score is a competitor benchmark, not Position Tracking’s Google “Visibility” percentage.
- Claude, Copilot, Grok and DeepSeek need Enterprise AIO. The score’s weights are not public.
- Buy it to benchmark. Look elsewhere for more engines, more prompts or a prioritized fix plan.
How we checked this: Pricing, engine lists and metric definitions checked on Semrush’s pricing page and knowledge-base articles on October 11, 2026. Where Semrush’s own pages contradict each other, we say so. We did not test the toolkit hands-on, and third-party views are labelled as opinion.
AnswerMentions sells its own AI visibility audit, which appears in some comparisons on this page. No vendor paid for placement or reviewed this article before publication.
Is the Semrush AI Visibility Toolkit worth it?
Yes, if you track one or a few domains and want a benchmark, 25 daily tracked prompts and raw AI answers for $99 a month. No, if you need Claude or Copilot coverage, hundreds of prompts, or a prioritized fix plan. It shows where you stand. The repairs are yours.
Semrush says it built the toolkit for SMBs, agencies and mid-market companies, and that is where it earns its price. You get 317M+ prompts and responses (Semrush data KB), a competitor view, and the full AI answer behind each chart.
It lists topic and source opportunities, but the weak side is turning them into a fix plan. Analyze AI, a competing vendor, calls the methodology a black box and the advice generic. That is a rival’s opinion, not a test, but Semrush does not publish the score formula.
How much does the Semrush AI Visibility Toolkit cost?
As of October 2026 the toolkit costs $99 a month per domain, billed annually. That covers 25 custom prompts tracked daily and one Brand Performance domain. There is no free trial, only a free checker limited to three runs a day without registering.
Semrush’s AI pricing page shows only the annual-billed figure, so a monthly price is unverified. The knowledge base says “$99 per month”. Extras add up: another Brand Performance domain costs $99 a month, 50 more prompts cost $60 a month, and each extra user needs a separate $99 license.
One third-party review says you need a Guru or Business plan, but Semrush’s current pricing page lists neither. Semrush One bundles SEO tools if you want both.
| Option | Monthly price | Prompts tracked daily | Also included |
|---|---|---|---|
| Toolkit Base | $99 (billed annually) | 25 | 1 Brand Performance domain |
| Semrush One Starter | $199 ($165.17 billed annually) | 50 | SEO tools: 5 sites, 500 keywords |
| Semrush One Pro+ | $299 ($248.17 billed annually) | 100 | 15 sites, 1,500 keywords |
| Semrush One Advanced | $549 ($455.67 billed annually) | 200 | 40 sites, 5,000 keywords, API |
What does the AI Visibility Score measure?
The AI Visibility Score is a 0–100 benchmark of how often AI answers mention your brand compared with competitors, calculated from Semrush’s prompt database, not your own tracked prompts. It is not the “Visibility” percentage in Position Tracking, which measures Google rankings.
Semrush defines the score two ways. One article compares your mentions with the median of your top industry competitors. Another combines Topic Coverage and Mention Consistency, and says the weights are not published.
Semrush uses “visibility” for four different metrics, listed below, so they can move independently. A hidden formula makes small swings hard to read. Our guides to confidence intervals in AI visibility and AI visibility score methodology show how to separate noise from change.
- Position Tracking Visibility %: a CTR-based score of your Google top-100 rankings for a keyword list (Semrush KB).
- Prompt Tracking “AI Visibility”: your citation position in ChatGPT or AI Mode for tracked prompts.
- AI Visibility Score: a 0–100 brand benchmark from the prompt database, relative to competitors.
- Brand Performance Share of Voice: your share of AI-answer mentions, refreshed weekly.
What the toolkit tracks: engines, prompts and sentiment
The toolkit tracks ChatGPT, Gemini, Google AI Overviews and AI Mode, plus Perplexity in Brand Performance reports only. You get a fixed prompt database for research, 25 custom prompts you choose, and favorable-versus-general sentiment in Brand Performance. Semrush’s own pages list Prompt Tracking’s engines three different ways.
Responses come from real requests, not LLM APIs, across 117 regional databases. Volume is estimated per topic, not per prompt. Prompt Tracking covers ChatGPT Search, Google AI Mode and Gemini, per its own article.
Database reports update daily, Brand Performance weekly and Prompt Tracking daily. One summary box in the data article says monthly, so confirm before promising daily data.
How to use the AI Visibility Toolkit in 5 steps
Benchmark in Visibility Overview, compare rivals in Competitor Research, mine Prompt Research for gaps, track your own prompts in Prompt Tracking, then check AI crawler access in Site Audit. This five-step path stays inside the $99 toolkit and trims Semrush’s official seven-step workflow.
Semrush’s official workflow runs seven steps, adding a Brand Performance perception check and an “act” step in its Content, Social or Traffic toolkits. Add Brand Performance after step 3 if sentiment matters.
- Step 1 — Benchmark. Open Visibility Overview under “AI”, read your score, then click “View full response” to see real answers.
- Step 2 — Compare. In Competitor Research, add up to 4 rivals and filter topics as Strong, Weak or Missing.
- Step 3 — Find gaps. In Prompt Research, enter a seed phrase to see topics, intent, brands mentioned and cited sources.
- Step 4 — Track. Send key prompts to Prompt Tracking (up to 25 daily). “View SERP” shows the real result.
- Step 5 — Check readiness. Run AI Search Health in Site Audit to catch a missing llms.txt or robots.txt rules blocking AI bots.
Where the toolkit falls short
The toolkit falls short on engine breadth, prompt volume and fix plans. It skips Claude, Copilot, Grok and DeepSeek, tracks 25 prompts before paid add-ons, keeps the score formula private and, per one competitor’s review, gives generic advice. It lists opportunities but leaves the prioritizing to you.
Prompt Tracking is desktop-only, has no Share of Voice or Estimated Traffic for AI engines, and offers prompt volumes in 15 countries. Brand Performance refreshes weekly and cannot analyze subfolders.
The pages also disagree: the prompt database is 317M+ in the KB but 26M+ on the free checker. For the diagnosis step, AnswerMentions offers a one-time report with a prioritized fix plan. It does not replace a tracker.
Who should buy it — and the alternatives if you shouldn’t
Buy it if you track one or a few domains, already use Semrush and want benchmarks plus 25 daily prompts. Skip it if you need Claude or Copilot coverage, 100-plus prompts, or a prioritized fix plan. Then compare Ahrefs Brand Radar, specialist trackers or a one-time audit.
AI visibility reports work for any domain, but each extra Brand Performance domain costs $99 a month. Enterprise buyers with many markets should price Enterprise AIO. As of October 2026, Peec AI’s Starter plan is $95 a month on monthly billing outside Europe, for 50 prompts, and Profound lists a free trial plus custom enterprise pricing.
Compare before you commit. Semrush toolkit alternatives lists specialist trackers, Semrush vs Ahrefs Brand Radar covers the nearest suite rival, and Peec AI vs Semrush pits one specialist against it. Or start with a free AI visibility audit that asks AI the questions your buyers ask and shows which brands get named instead of you.
| Your situation | Verdict | Why |
|---|---|---|
| Semrush user, one or a few domains | Buy | Benchmarks, 25 daily prompts, raw answers for $99 |
| Agency, many client brands | Price it first | $99 a month per extra Brand Performance domain |
| Need Claude, Copilot, Grok or DeepSeek | Skip | Enterprise AIO only |
| Need 25+ prompts cheaply | Compare | 50 more prompts cost $60 a month |
| Want a ranked fix list | Skip alone | Insights are AI-generated; one rival calls them generic |
Reader questions
Frequently asked questions
Is there a free Semrush AI visibility checker?
Yes. Semrush’s free AI Search Visibility Checker runs three times a day without registration and covers ChatGPT, Gemini, Google AI Overviews and AI Mode. The paid toolkit has no free trial, though free accounts can try Semrush One for 7 days.
How often does the AI Visibility Score update?
Semrush’s knowledge base says Visibility Overview, where the score lives, refreshes daily on a rolling basis. Brand Performance updates weekly and Prompt Tracking daily. One summary box says prompt data updates monthly, so the documentation is inconsistent. Ask Semrush before promising a client daily movement.
Does it track ChatGPT and Google AI Mode?
Yes, both. ChatGPT data comes from the latest ChatGPT model in search mode, and AI Mode appears in every module. Gemini and AI Overviews are covered too, Perplexity only in Brand Performance. Prompt Tracking runs your own prompts on both. Claude, Copilot, Grok and DeepSeek need Enterprise AIO.
Do I need a Semrush subscription to use it?
No separate Semrush plan appears to be required. The $99 Base plan has its own AI Visibility tab and checkout. If you already pay annually, Semrush adds it for a prorated one-time amount. One third-party review says you need a Guru or Business plan, but Semrush’s current pricing page lists neither.